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Financial Adviser Titles: What’s in a name?
by Tony Vidler Do financial adviser titles matter? A good question given the number of advisers who seem to try and elevate their professional positioning by referring to themselves as something other than “a financial adviser”. You know what I mean….financial advisers who have titles like “Risk Mitigation Specialist” or “Personal Financial Manager”…. Something […]
by Tony Vidler Putting a value upon financial advice is a tough issue for advisers and consumers alike. There is a pretty basic concept as far as “Value” goes for any consumer purchase though which is not a bad starting point, and it can be put into a formula: “Value = Benefits – Cost“ It […]
The New Paradigm of Professional Services Marketing
by Tony Vidler There has been a significant paradigm shift in how professional services marketing and sales functions interact. A fundamental change to how we understand and use the knoweldge of the consumers emotional buying cycle has already happened. The traditional view of “marketing generating leads” and then “sales converting leads into customers” […]
by Tony Vidler Pro bono is a novel concept for many in an evolving profession – working for free for the public good. But pro bono pays in the long run in a number of ways for a professional. It may sound counter-intuitive but giving away your knowledge, skill and time for free is a […]
Your Reputation IS Your Personal Brand – and it is what matters most
by Tony Vidler For most advisers the only brand that truly matters is, or should be, their personal brand. Not the corporate brand, or licensees brand, or dealer group or avourite financial insititutions…YOUR brand. And when it comes to your personal brand, reputation is everything really. A lot of professionals get their branding […]
by Tony Vidler Where do you start when it is time to get a makeover for your business? How do you even know when to do it? Well I’d suggest “when” is driven by whether your business is growing at the rate you expect, and attracting new clients. If it isn’t achieving that, then […]
by Tony Vidler I once listened to a good friend, who is also a client and a good centre of influence and an advocate, explain what I do to someone else. It provided a shining example of why some prospects see us the way they do. When my client & friend tried to […]
No Value Proposition? Then how will prospects decide who to choose?
how to avoid being a commodity as a professional adviser and being chosen on price or convenience comes down to having a strong value proposition. Building a great brand involves more than just a value proposition, but this alone can eliminate those who choose just on price...
by Tony Vidler There are notable differences between high growth professional firms and others when it comes to differentiating themselves. How they choose to express their value and stand out is quite different to the mainstream. Undoubtedly the average or low growth firms inability to express what their difference is in relation to […]
The Professional’s Branding Challenge: how to look different while blending in (& why it matters)
by Tony Vidler When it comes to creating a personal brand as a professional, the irony is we have to look different – while blending in and looking the same. One cannot afford to look any less professional than your peers or competitors. So to a large degree degree there is a market […]